Allied Dental Health Programs Get New Look
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NYU College of Dentistry Offers You Choices
The new marketing campaign is built around the theme NYU College of
Dentistry Offers You Choices. Consisting of an advertisement, a poster,
and a brochure, the campaign is designed to build a comprehensive look,
communicate information, and generate a response among people who may
be considering a career in health care as well as those who are unsure
of what they want to do. Each piece has been fashioned to communicate
with a range of potential students and to complement and expand on each
other.
For example, a subway advertisement (Figure 1) targets primarily the group known as nontraditional students. These are people who may be employed full-time but are interested in going back to school to pursue a new career, or they may be unemployed, out of school, and unsure of the direction they want their lives to take.
Whether the response comes from a nontraditional student or a traditional student (high school graduate and college bound), each respondent receives a brochure (Figure 2), which describes in more detail the allied dental health program choices offered at NYU. The brochure also includes program endorsements from current and former students.
In addition, a poster (Figure 3) has been distributed to hundreds of high schools and community colleges throughout the New York region.
Finally, Figure 4 shows a print advertisement from the New York Daily News that reinforces the theme NYU College of Dentistry Offers You Choices.
Assistant Dean Westphal says that the new, unified approach to marketing allied dental health education at NYU is driven by strategy, not just technique. "Dental assisting and dental hygiene are two such interrelated aspects of dental health-care provision that it makes perfect sense to link them in terms of marketing. In addition to promoting careers in dental assisting and dental hygiene, each piece in the marketing mix also raises awareness that NYU offers a B.S. degree in dental health education. Our objective is twofold: (1) to communicate the synergy and rich diversity of allied dental health education opportunities available at NYUCD and (2) to increase the number of NYU-educated allied dental health professionals available to work with our colleagues in private practice."
